摘 要近年来，网络的快速发展对人们的生活习惯产生了很大影响，越来越多的人将自己的经历和经验通过互联网进行分享，筛选必要的信息，并最终做出购买决定。网络口碑及其相关影响也随之受到业界和学界的关注。本文以网络口碑为研究视角，以福州泰禾凯宾斯基酒店凯仕餐厅为研究对象，通过相关文献的研读，将网络口碑对消费者的重购意愿的影响进行分类，并据此设计调查问卷获取数据加以处理和分析，结合访谈结果，深入分析消费者对重购意愿各影响因素的评价情况。在此基础上，提出相应的提升策略，以期有助于餐厅客户忠诚度的培育和增强。关键词：餐馆网络口碑；重购意愿；提升策略IAbstractIn recent years, the rapid development of the Internet has exerted a great influence on people's living habits, more and more people are sharing their experiences and experiences over the Internet, sifting through the necessary information and ultimately making a purchase decision. Network word-of-mouth and its related impact have also been the attention of the industry and academic circles. This paper takes network word-of-mouth as the research perspective, takes fuzhou Taiyu Kempinski Hotel Kaishi Restaurant as the research object, through the study of relevant literature, the influence of online word of mouth on consumers' repurchase intention was classified, and based on this, a questionnaire was designed to obtain data for processing and analysis. Combined with the interview results, in-depth analysis was made on consumers' evaluation of each influencing factor of consumers' repurchase intention. On this basis, the corresponding promotion strategy is put forward, with a view to helping to cultivate and enhance the loyalty of restaurant customers.Key words: Internet word of mouth; Repurchase intention; Promotion strategyII目 录1 引 言 ..........................................11.1 研 究 背 景 和 研 究 意 义 ..................................11.1.1...
